At SXSW, unplanned collaboration continues its starring role

Mar. 11, 2013

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AUSTIN, Texas – Every few months, CNBC runs a wonderful documentary called “The Pixar Story,” which details the rise of a studio that transformed animation through movies like Toy Story and Finding Nemo.

In one interview, Apple co-founder Steve Jobs, who helped finance and build Pixar, talks about the meticulously planned physical construction of the studio’s main office. The open spaces throughout Pixar, Jobs said, were designed to encourage unplanned collaboration among Pixar’s employees.

Pixar is a company made up of artists, but the recognized importance of unplanned collaboration is taking hold through many businesses locally and nationally. And it’s a reason why the annual South by Southwest (SXSW) event draws tens of thousands of artists, entrepreneurs and executives to Austin every year.

There is plenty of structure at SXSW. The credentialing process itself is a model of efficiency. And through March 17, SXSW will feature hundreds of organized panels at venues throughout various Austin sites on a variety of subjects, including design and development, art and inspiration, entrepreneurialism and business.

Cincinnati entrepreneurs including Rodney Williams of Lisnr and Chris Bergman of Choremonster have packed schedules in Austin, and are talking with everybody from brand managers to artists to potential investors. Cintrifuse executives Jeff Weedman and Tim Schigel are here for meetings.

But there is also plenty of room for unplanned collaboration in the form of chance encounters and networking. At the lines spilling out of coffee shops and special events, strangers talk to each other about their ideas instead of complaining about having to wait.

One example: REPP executives Michael Bergman and Adam Daniel are thinking a little more seriously about international opportunities with their Cincinnati-based startup, which allows people to share their own background checks, following a conversation this weekend with British entrepreneurs. No deals were done, but the seed of an idea emerged.

“Just being submerged in all these people, just learning what other people are working on … you’ll go to a party and you’ll meet people from all walks of life,” Bergman said. “We were talking with the guys from England about taking our idea over there. Which we never would have done by staying in.”

That’s why Jobs believed so strongly in the value of unplanned collaboration. And other executives are taking his lead. Paycor’s new headquarters in Norwood was designed in part so that employees working in entirely different departments will run into each other more often, whether it’s while eating at an on-site cafeteria or taking a walk on Paycor’s campus.

Dan Gilbert is the chairman of casino developer Rock Ventures, LLC., and the ultimate entrepreneur. His properties across downtown Detroit, which include Quicken Loans LLC.’s headquarters, and the M@dison building, a 50,000-square-foot entrepreneurial hub that’s home to Detroit Venture Partners, all feature open interiors. If there has to be a wall, chances are it’s made of glass.

Gilbert says he can’t quantify the impact of unplanned collaboration in Detroit, and it’s impossible to do it here in Austin. But that doesn’t mean it’s not real.

“It’s truly incredible how in this world today of innovation and collaboration, connectivity is almost a currency of production,” Gilbert told me last month.

“I’ll never be able to measure it, but I know in my heart, and I think other people who work here know that the benefit is beyond measurable.”